13/04/2026
From following coverage of the Manila International Auto Show through various local auto pages, I found myself reflecting on how the Philippine auto landscape may be evolving.
At first glance, it’s easy to frame things as a familiar story—Toyota vs BYD, incumbent vs challenger.
But based on what I’ve been seeing, it feels like something broader is happening.
It’s not just one brand making a push. There are many—BYD, Geely, MG, and others—each with different products, price points, and strategies. Yet when you step back, they seem to collectively cover a wide range of customer needs across the market.
At times, even just from online coverage, it starts to resemble a regional extension of a China auto show—now playing out in the Philippine setting.
I may be wrong, but it made me reflect on whether we should continue looking at competition purely as brand vs brand, or begin to see it as a broader shift in how the market is evolving.
As someone deeply committed to the long-term strength of Toyota, I believe this is something worth understanding clearly.
There’s a concept in Go (囲碁) where outcomes are not decided by a single move, but by how the overall board position develops over time. Sometimes the shift happens gradually, until one day you realize the game has already changed.
This moment feels similar.
Perhaps the real focus is not only on price, features, or short-term volume, but on the fundamentals that have always mattered—aftersales experience, parts availability, residual value, and long-term customer trust.
The market is evolving, and both incumbents and new entrants will continue to shape it.
The question I’m reflecting on is this:
Are we responding to individual competitors… or are we fully seeing how the overall landscape is changing?
And from the other side:
As new brands grow quickly, how will they translate early momentum into long-term trust?
Curious to hear how others are seeing this shift.
